Today’s storage market faces a similar problem to what Tesla solved for the automotive industry. To save on gas and to reduce the impact on the environment, many consumers want to “go green” with an electric car. Electric cars are clearly ideal, but before Tesla, automobile manufacturers struggled to produce quality electric cars because they did not invest the time needed to re-architect the automobile to run sustainably and cost efficiently on batteries. The result was electric cars that were incapable of driving long distances only on batteries, and expensive hybrid models that forced the customer to compromise by requiring a standard gas engine and adding huge batteries that diminished trunk space. Tesla made going green easy for the consumer, with electric cars that are easy to drive, can drive for long ranges, and even have much better performance than a standard gas car with greater efficiency.